This study aims to explore marketing strategy affecting coffee shop services-related in Sansai, Chiang Mai and 2. to explore decision making process of consumers for coffee shops in San Sai, Chiang Mai. Based on samples in Sansai, Chiang Mai, it is found that the majority of respondents are female between 21-30 years old with undergraduate degree, students with income of 20,0001-30,000 baht.
Information based on competitive advantage of coffee shops in Sansai, Chaing Mai shows that regarding to differentiation is in the level of high as each coffee shop shows different products. With regards to focused market, it is found that the taste of coffee is unique from each shop and in quick responding it is found that the delivery of product is accurate and precise.
Marketing strategy applied in coffee shop business in Sansai, Chiang Mai, shows that respondents give previdence to each dimension in the level of high, namely, supporting dimension. Secondly, product dimension, and decision making are in middle level which is preference to product and quick response.